University of Tehran Iranian Economic Review 1026-6542 30 2 2026 06 01 Eating Choices and Planet's Sustainability; How Far Consumers Are Willing to Pay for Sustainable Food Consumption in Middle-Income Countries? 426 448 96862 10.22059/ier.2024.370832.1007912 EN Fazlul Hoque Department of Agribusiness & Marketing, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh. 0000-0003-1729-2604 Asma Akter Department of Agricultural Finance and Management, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh. 0000-0003-1729-2604 Journal Article 2024 01 10 We often hear that the food that we enjoy must not cost the Earth; unfortunately, it frequently does. The food that we eat and the methods that are used to generate it have repercussions for the entire globe. Our food system needs to be improved if we want to live in a world where both people and wildlife can flourish. We are unable to make this adjustment to the system on our own, but choosing a diet that is both healthy and sustainable may be able to assist us in achieving a large decrease in the amount of greenhouse gas emissions that are produced by our food supply chain (WWF-2022). But there is always the question of how far average people from middle-income countries are willing to pay for a sustainable diet. Middle-income countries like Bangladesh manage to reach UN-SDG for zero hunger, but ordinary citizens might not enjoy sustainable meals regularly. Primary data from 200 respondents were collected through ‘face-to-face’ and ‘drop-off and collect’ survey methods by using an open-ended questionnaire set. Applying the binary logit regression, we have discovered the determinants that influence customers’ willingness to pay for sustainable meals. The findings of this study can be applied in our other middle-income countries. https://ier.ut.ac.ir/article_96862_8321a11fbedeb049d85f21ca8974b9e8.pdf